Abstract

This paper aims to give the reader an overview of the latest available metrics to track customer behavior in physical retail stores. This presentation is mainly based on a literature review and leads in the next step to the question about how useful are such metrics and how can they used. Therefore, a representative study in Sweden was conducted to measure which factors have an impact on customer performance and which not. Based on statistical analysis the paper finds out that there is a significant relation between the usage of metrics and the profitability of the store.